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Promoting the Media: Scope and Goals Hypoing, Phony Testimonials, and Payola Promotion departments always share ethical responsibility with other employees for the social effects of both the broadcast programs and the commercial advertising messages. Quantities and types of violence and sexual content on program promotions are issues of broad social concern that reach far beyond quibbles about good taste or puffery. They have resulted in loss of audience and sales for media companies. Another fundamental social concern is the long-term effect of mass consumerism projected in broadcast programming when many people in the world do not possess even the necessities of life.

Indeed, it is important to recognize that radio listening frequently occurs while people are engaged in other activities and is secondary to those activities. Except at night, most radio listening takes place away from the home. One-quarter of all listening takes place at work, and more than one-third happens in cars (Arbitron, 2005). Different audience segments tend to listen at different times of the day because radio fits into and around the things people do every day. For adult men and women, listening peaks during the weekday morning and afternoon drive periods; for teenagers, listening is heaviest during weekday afternoons and on weekends (Arbitron, 2005).

This stipulation applies to both hired actors and members of the public; it does not apply to news footage, celebrities, or public officials. Shots of people participating in large-scale public activities, such as rallies, parades, or fairs, are exempted from the need for releases. Recognizability is the criterion determining when a signed release must be obtained from a casually recorded member of the public (who did not seek recording and was not participating in a mass activity). In producing promotional spots, it must be assumed by management that payment may be required if members of the public are asked to be on camera or to take direction of any kind.